Diet Pepsi "Skinny Can"

 On February 10, 2011, Diet Pepsi debuted its new can at Mercedes-Benz Fashion Week and will be available to consumers nationwide in March. Jill Beraud, Chief Marketing Officer for PepsiCo, says “our slim, attractive new can is the perfect complement to today’s most stylish looks, and we’re excited to throw its coming-out party during the biggest celebration of innovative design in the world.” The “taller, sassier” version of the diet soda can is supposed to be seen as a “celebration of beautiful confident women,” according to CNN Money. However, the can is stirring up controversy with critics claiming that Pepsi’s approach only reinforces dangerous stereotypes about women and body image. While brand experts are praising the new design, they are skeptical about the company’s sales pitch that skinny is better. The National Eating Disorders Association said that it takes offense to the can and that Pepsi’s comments are both “thoughtless and irresponsible.” 

Pepsi states that the new can and campaign are focused on design. They claim that they are “sensitive to this interpretation, and that is definitely not our intent. We intend to highlight the innovative look for Diet Pepsi and provide our fines with an ‘inside look’ at events that celebrate innovation and style.”

Pepsi plans to advertise the new can on February 28 by launching a print ad, featuring actress Sofia Vergara.

Fans of the old can shouldn’t worry, the new can isn’t replacing the old cans all together instead it is just an addition to the Pepsi line. Also, the Cola inside the can is still the same mixture of carbonated water, caramel color, aspartame, phosphoric acid, potassium benzoate, caffeine, citric acid, and natural flavor that the company describes as light, crisp, and refreshing.